“Apple’s not talking about it,” Cade Metz writes for Wired. “Tim Cook and company are too busy trumpeting a new iPhone that’s pretty much like the old iPhone (except there’s — gasp — no headphone jack!). But if Apple’s not talking about it, that probably means it’s far more interesting—and far more important. And indeed it is.”

“This week, with the arrival of the new iPhone operating system, Apple Pay now works inside web browsers. Yes, that’s more interesting than no headphone jack,” Metz writes. “And its importance will only grow in the next few weeks as Apple Pay, the company’s digital payments service, reaches the web on Macs as well as iPhones.”

“Since Apple first unveiled Apple Pay in the fall of 2014, the tech press has portrayed it primarily as a way of easily paying for stuff inside drugstores, grocery stores, and other physical shops,” Metz writes. “With Apple Pay, the bigger point is that it’s also a way of paying for stuff online. From the beginning, it let you pay for things inside apps, and now, you can use it on the web too. That’s when it becomes interesting… Apple Pay for the web is ‘a really big deal,’ says John Collison, the co-founder of Stripe, the San Francisco startup that helps businesses accept payments through all sorts of services, including Apple Pay. ‘It solves the big problem in ecommerce: the conversion problem.'”

Read more in the full article here.

MacDailyNews Take: Apple Pay for the Web takes the ease of buying at say, Amazon with 1-Click or Apple’s online store with 1-Click (licensed from Amazon in 2000), and makes it that seamless on every site that accepts Apple Pay. It’s a paradigm shift in e-commerce.